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For a small company, we have managed to reach millions through the press. While it fuels our growth, it also helps people make better choices, and gives momentum to our movement away from detergent toward more sustainable hairdressing – and better hair. Read on and please share.

THE STRATEGIST

"Describing a shampoo as “cult” is like describing a laundry start-up as “revolutionary,” or a Katy Perry outfit as “iconic.” The adjective mocks its own premise. I understand this. But I am going to write about a cult shampoo anyway, because “cult” is the only way to describe this bottle of enigmatic, white goo. The brand is Hairstory, and the product is called New Wash."